Modern Strategies of Marketing the New Dairy Products in Iran
محورهای موضوعی : Strategic planning
مریم کاظمی ایمن آبادی
1
(دانشجوی دکتری گروه مدیریت، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران)
محمد طالقانی
2
(گروه مدیریت، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران)
نرگس دل افروز
3
(گروه مدیریت، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران)
کلید واژه: Marketing Strategy, Innovation Strategy, product life-cycle,
چکیده مقاله :
The dairy industry has a major part in the added value and occupation of agriculture part. The products of this industry have a significant portion in the Iranian family consumption basket by providing the cheapest protein sources in the country. The goal of this study was to identify the relationship between the life cycle of the product (growth and maturity stage) and marketing strategies (the creation and development of new products) through innovation strategy (market and learning orientation). This study was done during March until September in 2018 in the Bazar Gostar Pegah Co. of the region one in the country, which includes the provinces such as Gilan, west Azarbayjan, East Azarbayjan, Qazvin, Zanjan and Ardebil as one of the five regions of the milk industry of Iran (Pegah). The hypotheses were tested using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings of this study revealed that the product life-cycle and innovation strategy both have a significant and positive effect on marketing strategy (new product creation and development). The findings of this research make a significant contribution to the body of knowledge in this field and should assist scholars and innovation managers to better understand the importance of the relationship between marketing strategy activities and product innovation strategy in the context of the dairy firm.
صنعت لبنیات سهم عمده ای در ارزش افزوده و اشتغال بخش کشاورزی دارد. محصولات این صنعت با تامین ارزان ترین منابع پروتئینی کشور، سهم قابل توجهی در سبد مصرفی خانوار ایرانی دارا می باشد. به دلیل اهمیت این صنعت، دولت با اتخاذ سیاست های مختلف و اثرگذاری بر مولفه های بازار لبنیات به ویژه شیر، به حمایت از تولید کنندگان و مصرف کنندگان این صنعت پرداخته است. اهداف این پژوهش شناسایی رابطه میان چرخه حیات محصول(بازار محصول در مرحله رشد و بلوغ) با استراتژی های نوآوری(گرایش به بازار و گرایش به یادگیری سازمانی) و استراتژی های بازاریابی(خلق و توسعه محصول جدید) می باشد. این تحقیق طی فروردین ماه الی شهریور ماه سال 97 در سطح شرکت بازارگستر پگاه منطقه یک کشور شامل استان های گیلان، آذربایجان شرقی، آذربایجان غربی، قزوین، زنجان و اردبیل به عنوان یکی از مناطق پنجگانه شرکت صنایع شیر ایران(پگاه) صورت پذیرفت.روش تحقیق پژوهش برحسب هدف از نوع کاربردی، برحسب نحوه گردآوری داده‌ها از نوع پژوهش های میدانی و ابزار پرسشنامه محقق ساخته است. پژوهش حاضر از نظر روشاجرا از نوع پژوهش های توصیفی از شاخه همبستگی می‌باشد. نتایج تحقیق نشان می دهد که تمامی فرضیه های این پژوهش تایید و رابطه بین متغیرها معنی دار و مثبت بوده است.
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